Core Foundation

Most companies don’t discover their core values—they shop for them. In this sequel, we run the brutal Acid Test to separate real beliefs from strategic priorities, share how early-stage startups can align around founder values, and break down how to transform flat words into actionable decision rules that guide your team when the pressure is on.

Most companies proudly display their core values on the wall. Integrity. Innovation. Customer First. But what if the majority of those words aren't values at all, just strategies, goals, and aspirations dressed up in noble language? A business coach breaks down what a core value actually is, how to tell the real ones from the imposters, and why the difference matters more than you think.